A new case study from Crowdin’s eCommerce client – Suitsupply. Suitsupply is an Amsterdam-born menswear brand. As a premium global retailer, Suitsupply operates under a core principle: everything they do must be done the right way – sustainably, ethically, and with their customers at the heart. This commitment to quality extended even to their global content and localization strategy.
To understand how Suitsupply overcame its scaling challenges, we spoke to Samer Mikhaeil, E-commerce Operations Specialist at Suitsupply. He explained that the challenge was that their previous translation management system (TMS) couldn’t keep pace.
It lacked:
- automation
- integrations
- AI capacity to scale their content.
This created a bottleneck of slow, manual processes that prevented them from delivering a consistent brand experience across all markets.
| SUMMARY | |
|---|---|
| Company | Suitsupply, a premium global menswear retailer |
| Industry | E-commerce / Fashion |
| Localization scope | 8 target languages |
| Key Result | 95% Faster Turnaround for content publishing |
| Time Improvement | Reduced publishing time from 2-3 days to a few hours |
| Core tools | Crowdin AI, Agentic AI, Translation Memory, Glossary, API |
| Key Integrations | Figma (Design) and Contentful (CMS) |
| Workflow Status | Fully Automated, 100% AI-Powered |
“Good Enough” TMS was Too Slow
Before partnering with Crowdin, Suitsupply recognized that their localization system was a bottleneck, preventing them from scaling content. The key issues included:
- Limited automation. Small content updates required many manual steps and back-and-forth communication, slowing publishing.
- Slow turnaround. Localizing and publishing a new webpage took two to three working days with human translators – far too long for a modern e-commerce brand.
- Workflow silos. A critical gap existed between the design (Figma), content (Contentful), and localization stages.
Suitsupply needed a solution that was not just a TMS, but a complete, AI-driven automation platform.
Shift to 100% AI Localization
Suitsupply has fully transitioned to AI localization, moving away from traditional human translators. For a fast-moving brand, waiting days for a translator to confirm a fabric color or a product description no longer made sense.
Most of the content was already translated and saved in the translation memory. The team now relies on Agentic AI to perform internal quality checks. Following these results, Suitsupply transitioned its newsletters to a full AI translation model.
New End-to-End Workflow with Crowdin
Suitsupply achieved great results: 95% faster turnaround, consistent quality across 8 languages with Crowdin and Figma.
They achieved that through the implementation of a continuous and automated workflow that merges design, content, and localization.
AI-Powered Workflow Steps
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Design Sync (Figma > Crowdin): The workflow begins in Figma, where new designs or content elements are automatically synced to Crowdin via the connector. This eliminates the need for exporting strings or manual file hand-offs. Read more about design-stage localization.
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AI Translation: Crowdin AI handles 100% of the translation workload, applying TM, glossaries, and the brand’s specific tone preferences automatically. Suitsupply uses OpenAI’s GPT-4 and GPT-4.1 models.
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AI-Assisted Review: Instead of human linguists, Suitsupply uses Agentic AI to verify the translations. The internal team oversees the process, focusing on optimization rather than manual correction.
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Visual QA (Crowdin > Figma): Once approved, the translations are synced back to Figma. This allows the team to perform visual quality assurance directly in the design context, ensuring no layout or fit issues.
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Automated Publishing (Figma/Crowdin > Contentful): Localized strings are then automatically published to Contentful, ready to go live on the e-commerce site.
"Automatic synchronization between systems, AI-powered translation, and the reuse of translation memory and glossaries are key. Crowdin’s flexible API and connectors allow us to fully automate each step… saving days of manual work.
Results
By implementing Crowdin’s fully automated, AI-driven workflow, Suitsupply transformed a multi-day process into a few hours’ work.
| Feature | Before Crowdin | With Crowdin & AI | Improvement |
|---|---|---|---|
| Resource Model | External translators | 100% AI & Agentic QA | 100% In-house Control |
| Turnaround Time | 2-3 working days | A few hours | 95% faster |
| Consistency | Difficult to maintain | Uniform across 8 languages | Enhanced brand integrity |
| Customer Feedback | Standard | Standard | Zero AI-related complaints |
The main improvement is speed. The localization process is much faster and more efficient, allowing time-to-market content delivery.
Suitsupply’s Advice to E-commerce Teams Going to Localize Their Website
"Adopt AI and automation early, and connect your design, content, and translation systems from the start. A well-integrated, AI-driven workflow will scale effortlessly and maintain quality across markets without adding operational complexity.
Final Words
Suitsupply’s experience proves that the old model of e-commerce localization (with manual management and slow human reviews) is being replaced by agile and AI-first workflows.
Why Suitsupply Recommends Crowdin?
"Crowdin combines cutting-edge AI with unmatched flexibility and integration options. It’s a future-proof platform that allows full localization automation – enabling teams to go from design to live content faster, smarter, and more efficiently than ever before.
Inspired by Suitsupply's success?
Yuliia Makarenko
Yuliia Makarenko is a marketing specialist with over a decade of experience, and she’s all about creating content that readers will love. She’s a pro at using her skills in SEO, research, and data analysis to write useful content. When she’s not diving into content creation, you can find her reading a good thriller, practicing some yoga, or simply enjoying playtime with her little one.